Mcdonalds Case Study

2883 Words12 Pages
People & Change Management

Assignment 1

Liam Carpenter 01/03/2013

People and Change Management Assignment 1 Galway Business School Liam Carpenter Course: BA Business Management Student Number: 123788

Contents Introduction HR Issues Implementation Issues Lessons Learnt References 2 2 4 6 7

Page 1 of 8

People & Change Management

Assignment 1

Liam Carpenter 01/03/2013

Introduction: The term of employer branding is important to define, and it is an organisations reputation as an employer. In the case study of McDonalds the branding of the organisation has evolved from its early derogatory days to a present day attractive employment prospect. The aim of employer branding is to differentiate the organisation from its
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David Fairhurst, Senior Vice President of People at McDonalds stated that if your employer brand is not strong ‘Your customers won’t buy into it, the public won’t buy in to it and crucially, your employees won’t buy in to it.’ (Fairhurst, 2008) The importance of retaining a firm’s human resources is highlighted by J. Barney, as valuable, non-imitable and rare employees allow an organisation to move ahead of its competitors. (Barney, 1991) This view of using human resources as a competitive advantage is supported by Backhaus and Tikoo. Furthermore the best technology and facilities can give a firm competitive advantage but only with a competent workforce to operate them. (Boxall, 1998) McDonalds promote their ‘McJobs’ as a valuable stepping stone to success and that they have helped many workers in gaining self-discipline, self-supervision and self-scheduling. They have further emphasised the importance of these attributes and that they are the key success factors for any one in business. The skills learnt are not of simply burger flipping but to show up on time, co-operate with colleagues, operate machinery and dealing with the customers. McDonald’s growth and development programme has been an important part of their employer branding as they have invested heavily in training. In 2007 McDonalds invested £14 million in the UK for staff development, including basic skills training for employees without

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